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TOP 9 Learning Questions for
CHAPTERS 10-18
(GROUP 2)
KATHLEEN ANNE MAMARADLOJanuary 5, 2012
http://kathleenmamaradlo.blogspot.com
Mary Josette Enriquez
Chapter 10: Crafting the brand position
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1. Points of Parity (POPs) is a means of defining associations that…
A. are necessarily unique to the brand but may be shared with other brands
B. are not necessarily unique to the brand but may be shared with other brands
C. is unique with the brand but shared with others
D. is not necessarily unique to the brandE. may be shared with other brands
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Points of Parity (POPs)
Certain features shared by players of certain category in an industry
Association is not necessarily unique to the brand and may be shared with other brands
Ex. Twitter, Facebook, MySpace shares the association of being social networking sites
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1. Points of Parity (POPs) is a means of defining associations that…
A. are necessarily unique to the brand but may be shared with other brands
B. are not necessarily unique to the brand but may be shared with other brands
C. is unique with the brand but shared with others
D. is not necessarily unique to the brandE. may be shared with other brands
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Oamar Gianan
Chapter 11: Dealing with Competition
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2. A player in a certain industry is said to have a "Share of ____" when consumers specifically name them as their preferred company to buy a product from.
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A. MarketB. MindC. Heart
Variables in analyzing competition
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Share of market Share of mind Share of heart
The competitor’s share of the target
market
The percentage of customers who named the competitor
in responding to the statement: “Name the first
company that comes to mind in this industry”
The percentage of customers who named the competitor
in responding to the statement: “Name the
company from which you would prefer to buy the
product”
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A. MarketB. MindC. Heart
2. A player in a certain industry is said to have a "Share of ____" when consumers specifically name them as their preferred company to buy a product from.
Alexander Go
Chapter 12: Setting Product Strategy
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3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called?
A. Product FamilyB. Product ClassC. Product LineD. Product TypeE. None of the above
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The Product Hierarchy
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Product class
-is a group of products within the product family recognized as having a certain functional coherence. It’s also known as product category.
A. Product FamilyB. Product ClassC. Product LineD. Product TypeE. None of the above
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3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called?
Carlos Gonzaga
Chapter 13: Designing and Managing Services
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4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery
A. management perceptionB. expected service C. external communicationD. consumer expectationE. service delivery
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Gaps that cause unsuccessful service delivery
• Gap between consumer expectation and management perception - Management does not always correctly perceive what customers want.
• Gap between management perception and service-quality specifications - Management might correctly perceive customers' wants but not set a performance standard
• Gap between service-quality specifications and service delivery - Personnel might be poorly trained, or incapable of unwilling to meet the standard
• Gap between service delivery and external communication - Consumer expectations are affected by statements made by company representatives and ads
Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality
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Gaps that cause unsuccessful service delivery
Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality
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An example of the gap between perceived service and expected service is when a doctor frequently visits a patient as an expression of care but the patient may see this as an indication that something is really wrong.
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A. management perceptionB. expected service C. external communicationD. consumer expectationE. service delivery
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4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery
5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as…
A. Interactive MarketingB. Direct MarketingC. Internal MarketingD. External MarketingE. Guerilla Marketing
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Three Types of Marketing in Service Industries
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External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers.
Internal marketing describes training and motivating employees to serve customers well.
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Three Types of Marketing in Service Industries
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Interactive marketing describes the employees' skill in serving the client. Clients judge service not
only by its technical quality (Was the surgery
successful?), but also by its functional quality (Did the
surgeon show concern and inspire confidence?).
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A. Interactive MarketingB. Direct MarketingC. Internal MarketingD. External MarketingE. Guerilla Marketing
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5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as…
Kathleen Mamaradlo
Chapter 17: Designing and Managing Integrated
Marketing Communication
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6. IMC’s ultimate goal is to build brand equity which is composed of the following except:
A. Brand awarenessB. Brand barriers C. Brand imageD. Brand responsesE. Brand relationships
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IMC builds brands
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IMC builds brands
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Brand Barriers refer to the obstacles encountered by a brand in entering the market
6. IMC’s ultimate goal is to build brand equity which is composed of the following except:
A. Brand awarenessB. Brand barriers C. Brand imageD. Brand responsesE. Brand relationships
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7. Considering the communication process, what should the sender first take note of in preparing his message?
A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience
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Elements of the Communication Process
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Elements of the Communication Process
It’s important to begin with a clear target audience as this will bethe basis of the content of the message, how it will be delivered
as well as when and where it should be said.
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7. Considering the communication process, what should the sender first take note of in preparing his message?
A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience
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Ching Marcial
Chapter 18: Managing Mass Communications
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8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects.
A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement
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Concept
MISSION MONEY
MEDIA MEASUREMENT
The 5M’s of Advertising
MESSAGE
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Concept Explanation
MISSION MONEY
MEDIA MEASUREMENT
The 5M’s of Advertising
MESSAGE
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A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement
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8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects.
9. The following are main objectives of developing the “BIG IDEA” in advertising except…
A. Establish connection with consumer emotionally and rationally
B. Sharply distinguish the brand from its competitorsC. Broad and flexible enough to translate to different
media, markets and time periodsD. Establish brand loyalty and exclusivity
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39
Concept
The “BIG Idea” in Advertising
A compelling idea that will bring the advertising message strategy to life
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40
Concept Explanation
The “BIG Idea” in Advertising
connects with consumers rationally and emotionally
sharply distinguishes the brand from competitors
is broad and flexible enough to translate to different media, markets and time periods.
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A. Establish connection with consumer emotionally and rationally
B. Sharply distinguish the brand from its competitorsC. Broad and flexible enough to translate to different
media, markets and time periodsD. Establish brand loyalty and exclusivity
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9. The following are main objectives of developing the “BIG IDEA” in advertising except…
TOP 9 Learning Questions for
CHAPTERS 10-18
(GROUP 2)
KATHLEEN ANNE MAMARADLOJanuary 5, 2012
http://kathleenmamaradlo.blogspot.com